L’Oréal USA Women in Digital has announced the finalists of its fifth annual NEXT Generation Awards.

The finalists were chosen based on their ability to scale and solve need gaps among L’Oréal brands and include Blavity Founder Morgan DeBaun, Pixels.IO Founder Grace Woo and Viddyad Founder and CEO Grainne Barron.

Blavity is a tech-media startup and digital community for black millennials, while Pixels.IO is working to bring VRCodes mainstream, and Viddyad is an award-winning platform enabling brands to create, edit, publish and distribute videos online in minutes.  

“The 2016 Next Generation finalists are an impressive group of women who embody the spirit of the Women in Digital program and have created innovative business solutions with the potential to revolutionize the beauty industry,” said Rachel Weiss, VP Innovation and Entrepreneurship at L’Oréal USA. “These women will enrich the community of visionary female entrepreneurs we have assembled over the past five years, and through the program we will empower them through mentorship, collaboration and the ability to scale their cutting-edge ideas into transformative technologies.”

Finalists were given the opportunity to present to more than 450 marketing executives at L’Oréal USA’s internal marketing conference on Friday. Following the presentations, attendees voted to give one entrepreneur the chance to pilot her technology within the company.